The Los Angeles art gallery at the centre of a viral video where a woman appeared to knock over a $255,000 art installation, has denied claims the costly mishap was a publicity stunt.

Speculation arose after CCTV of a failed selfie at the gallery, which caused a domino effect, was shared worldwide yesterday.

The clip appears to show a woman walking around Simon Birch's The 14th Factory gallery looking at the art installation before the expensive blunder unfolded.

An LA gallery has denied a costly viral mishap was a publicity stunt, where CCTV shows a woman creating a domino effect of expensive artwork. Picture: YouTube

One woman appeared to crouch down and fall against one of towers propping up the pieces, causing it to topple over, knocking at least 10 other rectangular pedestals holding sculpted crowns and other headpieces.

The video was posted to YouTube by a person claiming to be a friend of the British artist.

"This took place at my mate Simon Birch's art installation in Los Angeles," the caption read.

A gallery attendant (bottom right) comes rushing out to see what has happened. Picture: YouTube

"She accidentally leant on it and the rest is history. $200,000 worth of art destroyed!"

A spokesperson for The 14th Factory confirmed to Fox News in statement the mishap, which happened a fortnight ago, was not a publicity stunt, and caused about US$200,000 in damages.

“There has been speculation whether this really happened or is a PR stunt. The truth is, the event did happen and it was caught on our security camera,” she said.

The gallery claims the incident permanently destroyed three sculptures, and partially ruined a number of others, which each took artists about 20 to 30 hours to create.

The gallery claims the incident permanently destroyed three sculptures, and partially ruined a number of others, which each took artists about 20 to 30 hours to create. Picture: Brian Andresen/Instagram

“It would be pretty irrational for the artists behind these sculptures to intentionally inflict harm on their own work hoping to gain any benefit,” she said.